Take a peek at Yale’s alumni relations successes from the past year, and learn some interesting trends and approaches. Among them: Reunions today are more vibrant than ever, setting new records in 2015 for overall attendance. More than 7,000 graduates, family, and friends returned for Yale College reunions in the spring of 2015.

The Guardian’s Higher Education Network offers this great article on communicating with alumni. The bottom line: “You’re up against Twitter, text messages and diminishing attention spans, so make it snappy (and not about strategic plans).”

Corporate Insights recently reported that although nearly eight in ten alumni “feel positively” about their alma mater, only 22% have donated to their college or university in the last year. The report explored characteristics of donors vs. non-donors, and a key finding was that eighty percent of alumni donors indicated they have benefitted from their association with their alma mater. Among others, this finding underscores the new framework for alumni engagement: providing lifelong value for lifelong loyalty.

This month’s news roundup reflects the ongoing juxtaposition of tradition and innovation in alumni engagement. We’re seeing reunions integrate rich, new programming with long-standing offerings, associations adapt their membership programs, and the addition of a philanthropy component to one of the biggest alumni parties of the year. Read on!

In a time when alumni associations are being “folded in” to university development offices (UConn, for a recent example), Iowa State has just endowed its association’s President and CEO position, the first non-academic endowed position of any kind at ISU.

The MSU Alumni Association joins other alumni organizations like those at Ohio State, Illinois, and the University at Buffalo in dropping its dues-based membership program. “As of July 1, 2016 the MSU Alumni Association will eliminate the dues requirement for membership in recognition of what many alumni have been telling us for a long time – dues are a distraction,” wrote Scott Westerman, Associate Vice President for Alumni Relations.

The University of Pennsylvania’s alumni weekend drew a record number of alumni back to campus for a weekend packed with educational programs, an All-Alumni Party, parade, picnic, the Taste of Penn Spectrum (celebrating Penn’s cultural diversity), a screening of Pitch-Perfect 2 (which features a Penn a cappella group), and the Perelman School of Medicine’s black-tie gala featuring Harry Connick, Jr.

In addition, the school’s Netter Center for Community Partnerships links alumni with volunteer opportunities, following a request from alumni who “wanted another reason to exist besides to plan a party every five years.”

Up to 5,000 alumni will attend the University of Delaware’s annual Dela-bration, an open-air dance party with such high energy it required a city noise waiver. This well-attended event will include a VIP area near the stage, exclusively for alum that donate at least $1,000 per year.

Engaging nearly 15,000 alumni, the program drew mixed reviews but shows promise, especially as a way to engage local chapters and clubs. In their summary article, the program’s leaders wrote that “twenty-eight Harvard Clubs hosted, or pledged to host, a discussion group on a HarvardX for Alumni topic or segment. A number of Clubs, including Houston, Minnesota, Shanghai, Chicago, and Cape Cod, hosted more than one discussion. Five Clubs also brought in faculty speakers from the program.”

In the fall of 2014, the University of Pennsylvania launched its own alumni-exclusive online course via Coursera. In contrast to Harvard’s program, Penn offered just one course, a modified version of its popular online class “History of the Slave South.” Drawing nearly 700 alumni, the course garnered positive feedback, with over 85% of participants indicating that the course strengthened their connection to the university.

In both cases, one of the best outcomes of the programs seems to be the support it lends to connecting alumni with each other, acting as a vehicle for local alumni groups to gather and engage.

Are alumni-exclusive online courses for you? Before launching a new initiative, answer 3 questions:

1) How does this type of programming support or align with your current strategic goals?
If you can’t come up with a good answer, just don’t go there. Getting distracted by the latest programming idea is a sure way to derail your success.

2) Will this resonate with your alumni?
Hopefully, you have an effective alumni council or advisory body that is informing your programming and engagement methods. Before launching, vet this idea with the appropriate committee or council members and explore the level of interest and commitment. As with any successful venture, you need buy-in from your lead volunteers to champion the program and move it forward.

3) What resources can you deploy toward this effort?
If the program aligns with your goals and has buy-in from your leaders, craft a plan for the program that aligns with your resources, including the staff, funding, skills, and expertise needed to deliver a quality program. Find a champion among your staff team to lead the effort and collaborate with your key partners across campus.

As you move forward, define your objectives, understand how you will measure success, and, like Harvard and Penn, take time to evaluate your progress.

Social Media + Analytics for Alumni Engagement
The New York Times recently profiled EverTrue and Graduway, two start-ups that use social media analytics to help colleges and universities discern the giving preferences and likelihood of their alumni. While the approaches may be controversial, some institutions are jumping on board. In a related blog post, the Times also featured the increased use of LinkedIn’s University Pages to drive alumni career services.

I recently had a stunning customer service experience. After finishing my purchase, the cashier asked if I was aware of a special discount that I could have applied to my purchase. When I replied that I didn’t know about said offer, she quickly (and happily) processed the offer and issued me a refund of 25% savings! I walked away a highly satisfied customer, with soaring affinity for this retailer.

This experience started me thinking about the role of customer service in alumni engagement. In an age of increasing levels of consumer expectations, alumni organizations need to be attentive to alumni expectations while delivering on our service to the institution. In our high-touch field, alumni professionals are uniquely positioned to build affinity for our colleges and universities through stellar customer service, which strengthens our institutions’ brands.

What are the consequences of poor customer service? An unreturned phone call, a confusing website, or a poor experience at an event will decrease affinity, and others will hear about it. Studies show that after a poor customer service experience, 26% of consumers will post a negative comment via their social networks. Alumni with degrees from other institutions or with children enrolled at other schools may choose to support the alma mater that has given them the best alumni experience. And while not all alumni have the option to take their “business” to a competitor, there are plenty of opportunities for alumni to invest their time and resources elsewhere.

So, taking a cue from my friendly cashier, what opportunities do we have to build pride and spirit in our institution through our service to alumni?

Friendly employees, easy-to-find information/help, and personalized experiences top the list. In alumni engagement, these translate into the day-to-day interactions alumni have with our organizations, including:

User-friendly websites. How easy to navigate is your alumni organization’s website? Does it have an up-to-date look and feel? Is staff contact information easy to find? A great example is the University of Virginia Alumni Association’s site, which won a CASE District III award after a redesign last year.

Easy access to live support. When alumni call your office for help, do they reach someone who can really handle their request? Or do they get shuffled around to various departments? Many organizations are now providing a central email and phone number for an alumni “help desk” that can address any request, even across departments (development, admissions, or alumni relations). Having the right team member working the “help desk” is key to this approach. An engaging, dedicated problem solver will bring more to the customer service experience than someone who will only route calls.

Seamless logistics at events. When alumni approach your event site, are parking options clear? Do attendees have to search for the registration line? How are personal touches added to the experience? Walking through the event experience from beginning to end with a few colleagues can help resolve trouble spots ahead of time.

Beyond the day-to-day interactions, our organizations and staff need to be empowered to meet alumni expectations.

Do we know what alumni expect? The ever-popular alumni attitude/perceptions survey is one way to gather this information. What programs and services are most requested? Beyond those specifics, what are alumni expectations of the organization as a whole? Take advantage of some of your most engaged stakeholders by seeking input from volunteers and board members. But remember, don’t ask for alumni input if you don’t intend to follow through on their feedback.

Are our front-line staff members empowered to deliver quality customer service? Are support staff members empowered to quickly resolve complaints? Or do they need permission to issue refunds or make a special arrangement to win over a dissatisfied alumnus? Ritz Carlton set a gold standard in empowering front-line staff when management authorized every hotel employee to spend up to $2,000 per incident, without approval from a general manager, to not only resolve issues but create an outstanding guest experience. Zappos is well-known for their unorthodox methods of going far beyond expectations to make customers not just happy, but ecstatic.

Lastly, the greatest opportunity to influence a culture of stellar customer service is through our organizational leadership. Alumni executives and directors can set the right tone of appreciation for and service to the alumni community in how they talk about the alumni body, and in particular, alumni volunteers. Further, recognizing the good efforts of program and support staff will reinforce and affirm the value of service. Staff respond as they are appreciated for their contribution to a culture of quality service to alumni that builds great brand affinity for the college or university.

As former Ritz Carlton CEO Simon Cooper noted, “If leadership doesn’t live the values that it requires of the organization, that is the swiftest way to undermine the culture. No culture sticks if it’s not lived at the highest levels of the organization.”

We’d love to hear how your organization is integrating a culture of service in your engagement. Post your comments below, or send your thoughts to alumni@bwf.com.

Jamie Hunte is a member of the alumni engagement practice at Bentz Whaley Flessner, where she helps colleges and universities build and grow strong alumni engagement programs. For help with building alumni affinity at your school, contact Jamie here.

With students of color comprising one-third of last year’s graduating class, author Marybeth Gasman urges schools to prepare for a “sea change” in their alumni communities, noting that “few colleges are prepared or preparing to engage their very diverse alumni.”

How can alumni relations programs lead their institutions in this process?

Alumni relations programs are uniquely positioned to nurture their institution’s relationships with diverse alumni. One stellar example is the University of Pennsylvania’s Penn Spectrum: an Alumni Conference Celebrating Diversity. We spoke with Penn Alumni Director of Multicultural Outreach Nicole Maloy for insight on how the conference began and what successes they’ve seen as the conference enters its second year.

Maloy said that “all wise universities are thinking about what needs to be done to better engage alumni from different populations.” The Penn Alumni Relations program was no different, and as they considered what more they could be doing to engage their diverse community, some alumni suggested doing a large-scale event.

They focused on alumni of color and LGBT alumni, as they had a unique asset in the Penn Alumni Diversity Alliance – a volunteer coalition including alumni of diverse race, ethnicity, and orientation. With a long history of collaborative events, the planning began. “We were blown away by the support we received from throughout the university and from the highest levels. Our president made this a university priority,” said Maloy.

The conference was marketed to all alumni as an opportunity to rediscover Penn. “It was an important message for historically underserved populations, to celebrate what has been accomplished in terms of diversity and inclusion,” said Maloy.

What happened was remarkable: 450 participants and rave reviews.

With a bevy of programming options, the conference allowed alumni to connect in different ways: by era, racial group, gender identity, and intellectual interest. This year’s conference schedule is full of opportunities for personal enrichment, connecting with other alumni, and learning how Penn is advancing diversity on campus.

Alumni volunteer leaders were the backbone of the conference. The steering committee decided on the conference structure, speakers, topics, and marketing and outreach.

In terms of budget, Maloy compared the conference to a reunion weekend, noting the registration fee doesn’t nearly cover the costs. Corporate sponsors are solicited, and the event is co-sponsored by the Office of the President and Penn Alumni Relations.

Asked how the conference has contributed to Penn Alumni’s overall engagement strategy, Maloy said, “It gives us branding, and an opportunity to go beyond what we’ve been able to do in the past. We’ve launched a regional program called Penn Spectrum on the Road as an extension of the conference. Most importantly, we encourage all attendees to remain involved – whether through Diversity Alliance group membership, regional clubs, class reunions – anything that keeps them connected with the University beyond the conclusion of the conference. We want these relationships to be ongoing.”

Reflecting on Penn’s success with this unique event, here are a few guiding principles for launching a diversity initiative:

Listen to the opinions, insights, and ideas of your alumni as to what initiatives are desirable and welcomed among your alumni community.

Commit whole-heartedly to the initiative and invest staffing and resources accordingly.

Enlist the support of the university community and communicate the value of what your initiative will accomplish for the institution.

The University of Iowa Alumni Association (UIAA) launched a Football Weekend Giveaway with a stellar grand prize: club seat tickets for the Iowa vs. Wisconsin football game, entrance to the UIAA Tailgate Party, a two-night stay at the Iowa House Hotel, and $100 gift certificate to a downtown Iowa City restaurant. In addition, UIAA members have an exclusive opportunity to win a $250 Hawk Shop gift certificate.

Alumni and friends enter to win by “liking” the UIAA’s Facebook page and completing an entry form. Participants can enter once a day and submit bonus entries by tagging the UIAA in an Instagram photo showing Hawkeye pride with #onceahawkeye in the caption.

This online campaign has a lot of potential. To increase their social media following, UIAA has targeted a younger alumni audience with a highly desirable offer. And, they’ve incorporated a premium for alumni members (the exclusive opportunity to win the Hawk Shop gift certificate), communicating even in this small way the value of the UIAA membership.

We spoke to Dylan Hendricks, UIAA Web Editor, to find out the goal of this online campaign, the response so far, and what advice he has for other alumni programs who might take a similar approach.

What is the goal of the campaign?The primary goal is to grow our social media following on Facebook and Instagram, to encourage alumni engagement through social media, and to promote alumni membership.

What response have you seen so far?Overall, people have been very excited about our giveaway. This is the third year that we are running this campaign, but the first that we incorporated Instagram. We thought people would enjoy showing all the ways they show their school pride, and we have been thrilled with the results so far.

What advice would you offer to others considering a similar approach?

Make sure the prize is really something your alumni want or need—we have always had success with working with local partners to sponsor our giveaway, which allows us to offer a better giveaway package.

Make sure everything you are doing is mobile friendly. This year we have seen a large spike in the number of alumni who are engaging with us primarily through their tablet or smartphone.

Focus on one segment as your ideal target audience. Our giveaway is open to everyone, but we added Instagram this year as a way to try to engage with more young alumni. We have been more than happy with the response.

Need to Track Your Alumni Instagram Account?BWF social media consultant Justin Ware says: “Measure, measure, measure. No social media strategy is complete without the ability to test your activity. To do so requires access to useful and meaningful metrics. For Instagram users, a good and affordable (free) option is Statigram.” Read Justin’s intro to Statigram on BWF’s Social Philanthropy Blog.

The Smell of Support: Notre Dame Unveils Fragrance LineNotre Dame alumni and fans have a new way to show their enthusiasm for the university. The Notre Dame fragrance line will be available this fall in his and hers fragrances: ND Gold Eau de Toilette and Lady Irish Eau de Parfum. Could this be a new gift idea for alumni volunteers?

40% wish they had done more networking, and 48% wish they had done more studying. It may not be a coincidence, then, that networking and lifelong learning programs are often among the most requested alumni services.

Most college grads can’t name the current dean or president of their alma mater.

Read all the fun facts here, including which movie alumni wish their college experience had resembled.

The Most Academically And Athletically Dominant Colleges In America

BuzzFeed plotted Forbes’ academic rankings of colleges and universities against USA Today’s tally of total athletic expenses (which doesn’t include private schools like Stanford or Notre Dame) to determine which schools value both athletics and academics. The University of Michigan tops the list, with the University of Florida and the University of Texas ranking 2nd and 3rd. See the infographic here.

The Alumni Reaction to MOOCsA recent survey showed that more alumni than current college students think Massive Open Online Courses (MOOCs) are a good idea. But this support won’t necessarily translate into more donations. Just over 25% of alumni in the survey said they would be less likely to donate if their alma mater offered a MOOC, while only 13 percent said it would make them more likely to donate.